Paramount+

"We share your information with our advertisers and other companies to help show ads that you might be interested in and to check how effective those ads are. This includes advertisers that want to advertise to you, agencies that help them do that, websites and apps that show ads, advertising technology partners that connect advertisers with places to show ads, and other companies that help us see how well our ads work."

Paramount shares user data with a broad ecosystem of third parties including advertisers, advertising agencies, social media companies like Meta, Snap, and X, business partners, and analytics providers, creating extensive data flows beyond what users might expect.

"We partner with companies, including data licensors and aggregators, advertising networks, data analytics providers, and other advertising partners, to help us track your activity across the Paramount Services, as well as Third-Party Services so that we can build a profile about you that helps us display personalized ads to you on the Paramount Services and other Third-Party Services."

Paramount explicitly tracks users across its own services and third-party services, building behavioral profiles using device identifiers, advertising IDs, and cookies to deliver targeted advertising across devices and platforms.

"We collect and receive device IDs and other unique identifiers and online activity data using device-based tracking technologies such as cookies, pixels, tags, beacons, scripts, and similar technologies. On certain pages of the Paramount Services, we use third-party tools to help us look at mouse movements, clicks, keystrokes, data or text entered, and the pages you visit."

Paramount collects granular device interaction data including keystroke patterns, mouse movements, and text entered into fields, which goes well beyond what is needed for core media streaming functionality.

"We also use registration information, billing and payment information, online activities and preferences, online identifiers, location data, information provided by third parties, and information we derive to deliver and display and target personalized ads. These activities include the following: Recognizing and understanding your preferences, interests, and demographic information so that we can personalize the ads we deliver to you."

Paramount collects location data through IP addresses, device identifiers, and physical surveillance (CCTV) at events and offices, and uses this location information for targeted advertising and profiling purposes.

"We may update this privacy policy based on new technologies, industry practices, regulatory requirements, or for other purposes. We will let you know if these changes are material and, where required by applicable law, we will obtain your consent or provide an opportunity to object before such changes take effect."

Paramount reserves the right to change the privacy policy for broad reasons including 'other purposes,' and only commits to obtaining consent where required by law — meaning in most jurisdictions, continued use constitutes acceptance of new terms.

"We will retain your personal information for the time period reasonably necessary to achieve the purposes described in this privacy policy, or any other notice provided at the time of collection unless a longer retention period is required or permitted by applicable law. We determine how long to retain information based on the purposes for which it was collected, its sensitivity, our legal obligations, and the purposes set out in this privacy policy."

Paramount provides no specific retention timelines, using vague language like 'reasonably necessary' and retaining data after the relationship ends for undefined 'additional periods,' giving them broad discretion to keep data indefinitely.